Dive summary:
- TGI Digital, a Twitter partner, has developed ad buying platform Calendar Live that presents advertisers with a TV guide-like grid of programming with dates and times.
- Advertisers are using Twitter's new ad API as a second screen and Calendar Live allows them to purchase ad space like recording shows on a DVR.
- In addition to TV time slots, advertisers can choose to target a demographic or specify any trends they would like to capitalize on.
From the article:
"TBG Digital's Calendar Live presents buyers with a programming grid akin to a TV guide that lists the 35 or so channels' shows by air dates and times. Advertisers can then select the shows they'd like run Promoted Tweets against, including the time zone. So, a brand like Nestlé would be able to pick out cooking shows or Pep Boys could select NASCAR races. Advertisers also could choose to run Promoted Tweets during TV shows that they're advertising on or during programs they can't afford to buy ads on."
